Master Marketing Blog

Essential Digital Marketing Formulas

Background, Terminology

There aren’t many formulas (this isn’t physics), but the key formulas in digital marketing are absolutely crucial. Here is a quick cheat sheet to five formulas everyone in digital marketing should know: CPC Cost Per Click Cost/Clicks CTR Click-Through Rate Clicks/Impressions Conversion … Read More

Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy

Campaign Structure

One of the key factors that determines whether an ad shows up for a particular search query is how relevant the algorithm determines the ad to be to the query. At the same time, by … Read More

Lesson #13: Don’t Forget Plurals

Campaign Structure

In Google AdWords, the plural version of a keyword is not the same as its singular version. As a result, Google counts plurals as separate from singulars in search query reports, when determining which ad … Read More

Lesson #12: Ad Position is a Tool. Use It.

Campaign Structure

Ad Position refers to where exactly your ad shows up in the search results. Generally speaking, in Google there are usually three ads above the organic results, (ad positions 1-3), and then 6 ads or so … Read More

Lesson #11: Use Keywords Your Users Understand

Campaign Structure

You may have a niche site, and it’s fine to have one, but even if you do, be sure to use keywords your users understand. If your audience doesn’t know the vocabulary, isn’t searching for … Read More

Lesson #10: Don’t Autobid

Campaign Structure

Google has several automated bidding options, in which an advertiser can chose to allow AdWords to automatically choose keyword bids in order to maximize clicks or conversions. However, it is advisable not to use autobid, … Read More

Background: What It Means To Bid

Background

Google AdWords, MSN, and Facebook all operate on the same principle: they all take advantage of an auction system. While the amount you bid per click is the maximum amount you are willing to pay, 95% … Read More

Lesson #9: 90% Of The Time, Advertisers Pay Less Than Their Maximum Bid Per Click

Campaign Structure

Shocking, right? Advertisers most of the time pay LESS than their maximum bid per click. The Actual Cost Per Click (CPC) is the final amount charged for a click. There are a few factors that … Read More

Digital Marketing Terms Cheat Sheet

Uncategorized

There are a few basic abbreviations that everyone involved in digital marketing should know. Even if you do not run a digital marketing campaign yourself, it is still important to understand this terminology so that … Read More